Looking to take a different approach from video, we set out to develop a multilevel, mobile game, that would capture the attention of competitive teen athletes. Considering the increasingly popular, yet cluttered online gaming environment, we knew it was important to lean into a preferred mobile channel that resonated with teens. With over 60 million daily active 13-24 yr. olds, Snapchat was the perfect platform to engage our target, and with past successes indicated that entertaining, time-relevant, bespoke content, had the potential to drive strong engagement.

Utilizing core social platforms, that resonate with the desired audience, allowed us to tell an integrated and scaled story that leveraged the best capabilities of each platform. Through sponsored Facebook and Instagram carousel ads we were able to showcase the game with various in-game images that were teased across the carousel. Additionally, promoted tweets, from Gatorade and Serena herself, helped to drive further awareness in a timely and relevant manner. While in Snapchat, we leveraged Snap Ads with the “swipe-up” feature to hook our target audience into the gameplay. With focused investment against a three-day takeover in Snapchat ESPN Discover, that coincided with the US Open weekend, we were able to drive timely, relevant scale with our audience.

The game was a hit. Garnering over 395 million impressions and shared by one in every three people that came across it. It was featured in hundreds of publications, ranging in topics from sports to gaming to technology. By challenging the narrative of the platform we were able to do something on Snapchat that had never been done: we got users to stop. Spending over three minutes on our game, 65 times longer than the average. Proving that no matter the medium, everyone has time for a great story.